Jenny Higgons

Phone: 914-588-6114
E-mail: JennyHiggons@optimum.net


Press Release
Description: To announce anything that’s newsworthy.
Word Count: Typically limited to one page; 500 – 600.

Company Biography Page Website
Description: A summary that highlights a company’s history and/or aspects of the executive members or owner(s). When people are making a decision about what items or services to buy, experts say that eight out of 10 of them will check out a company’s Website. Potential customers are looking for more information and reassurance that the company and its products and services are legitimate. These typically require an interview by phone or e-mail.
Word Count: A quick biography is a half- or one-page snapshot of 150 – 300. A backgrounder of 2 – 4 pages is 600 – 1,200. 

Media Kit
Description: Also called a press kit, it’s a pre-packaged set of promotional materials for a person, company or organization. It can be printed and used to mail out to the media. It may also be posted on a Website in the Media Room or Press Room.

Basic parts include:

  • Short summary of what the company does and what products and/or services they offer to clients — aka Quick Facts, Frequently Asked Questions (FAQs) or Key Facts.
  • Show how the products and/or services benefit customers
  • Company history or background, including personal thoughts or
  • Memories from the founder or stories about how the business got started
  • Brief biographies of the important members of the organization and publicity photos with each bio
  • News, events and activities including press releases, articles,
  • Testimonials, media clippings and upcoming events

Word Count: 300 – 400 per page; four to 10 pages 

Articles and Newsletters
Description: Articles are typically used as content for an e-newsletter or on a Website. They can also be used for online article directories and printed articles for magazines or newspapers. The purpose is to engage the reader, give them some useful, inspirational or motivational advice, tell them about a product or service, or provide some other news from the company.
Word Count: Articles and newsletters vary in length. Short articles are 400 – 1,200; long articles are 1,200 – 2,500; feature articles are 2,500 – 4,000.

Description: A folded tool used to highlight a company’s products, services, location, etc. The most common types of single- sheet brochures are the bi-fold (a single sheet printed on both sides and folded into halves) and the tri-fold (the same but folded into thirds). A bi-fold brochure results in four panels (two panels on each side), while a tri-fold results in six panels (three panels on each side).
Word Count: 1,200 - 1,800 words or 4 – 6 pages in a 1.5-spaced Microsoft Word document

Sell/Data/Tear Sheet
Description: A sell sheet (a.k.a. a data sheet or tear sheet) is similar to but typically shorter than a brochure, and it’s flat, not folded. They are sometimes printed on the front and back.
Word Count: 600 – 1,200 words or 3 – 4 pages in a 1.5-spaced Microsoft Word document

Case Study
Description: A one- or two-page success story; a deeper look into how one person’s life was changed as a result of using a company’s product or service.
Word Count: 1,200 to 2,000 words or one to two pages in a 1.5-spaced Microsoft Word document

Description: A promotion with the look and feel of a self-help magazine or special report. It’s written and presented like an editorial or journalistic article, starting with a headline and lead that promise to solve a problem or make the reader’s life better just by reading.
Word Count: 2,400 to 3,600 words or 8 – 12 pages in a 1.5-spaced Microsoft Word document

Website Home Page

Description: Also called a front page, it’s the most important page of a Website; it’s the first page of a site and tells visitors what the site or company is about. Visitors can then follow the links provided to get more information. It serves as an index to all other pages on the Website. The copy confirms to visitors that they are at the right place, that they’ve found what they’re looking for.
Word Count: 300 – 1,000

Information Page
Description: Contains solid, relevant content such as “How To” articles, product reviews and any other information your prospective customers might need as part of the decision process. The goal is not to directly sell something, but to move the sales process forward in some way.
Word Count: 300 – 500

Website Inside Page
Description: A detailed account of your company’s services or wares.
Word Count: 300 – 1,000

Sales Page

Description: A page that directly sells a product or service. It can range from a short product description page to a full-blown sales letter.
Word Count: 300 – 500 for a short product description page and typically 2,500 – 3,500, but not more than 7,000, for a long-copy sales letter.

Website Package

Description: A simple one consists of a home page and up to five additional optimized pages, including the home pages, products and/or services page, testimonials, an About Us page and a Contact Us page.
Word Count: 300 – 1,000 per page

Landing Page
Description: A Web page where the prospects are directed when they click on an advertisement, link in an e-mail, pay-per-click ad or other search engine ad. They can also be directed to a landing page by clicking on an organic search engine result.
Word Count: Landing pages can be as long as needed, but the longest are typically not more than 7,000, equivalent to a long direct-mail sales letter. Most are 2,500 – 3,500.

Classified Ads
Description: They allow individuals and companies to solicit sales for products and services. They’re most common in newspapers or free ad papers, such as the Pennysaver, but there are a plethora of Websites where classified ads have taken on a whole new meaning, such as Craigslist and eBay.
Word Count: Each publication may have a maximum word count or other specifications, but they are typically 50 to 250.

Small Print Ad
Description: Utilized in printed newspapers or magazines. Space is sold, on average, as a quarter-page or smaller, the smallest of which is 1/9 page or 1/16 page.
Word Count: 250 – 500

Large Print Ad
Description: Used in newspapers, magazines and trade journals, mostly in half- or full-page sizes.
Word Count: 800 – 1,200 words or 1 – 2 pages in a 1.5-spaced Microsoft Word document

Yellow Pages or Directory Display Ad
Description: There are a wide variety of offline and online directories where businesses can list themselves and advertise their products and services for free.
Word Count: 50 – 250

E-Newsletter or E-Zine Ad
They are very similar to small print ads, except they are distributed online via an e-newsletter or e-zine.
Word Count: 50 – 250

Description: Also known as paid programming, they are a long-format television commercials, typically five minutes or longer, that attempt to persuade the viewer to agree with the advertiser’s point of view while presenting a large amount of information. They feature between two and four commercials of 30 to 120 seconds during which they present an offer and invite the viewer to take action.
Word Count: 100 per minute

Radio Commercial
Description: Presented as a “live read” or a produced spot. A live read is when the DJ or announcer endorses or reads the ad on the air. A produced commercial could be a straight read with sound effects or music in the background, dialogue between two or more people, monologue where an actor speaks as a character or it could be a jingle.
Word Count: 100 per minute, which equates to a 15-second spot at 25 words and a 30-second spot at 50 words

TV Commercial
Description: They add visual elements.
Word Count: 100 per minute, which equates to a 15-second spot at 25 words and a 30-second spot at 50 words

Autoresponder E-mail
Description: Software that automatically delivers a sequence of e-mail marketing messages according to a schedule you specify. By sending such an e-mail sequence to prospects that visit your landing page but do not buy, you can achieve conversion rates of 10 percent to 30 percent or more. People are most likely to buy from you the second time within 30 days of the first purchase, so an autoresponder series to go out to new buyers is also a good idea.
Word Count: 250 – 350 words, from half- to full-page in a 1.5-spaced Microsoft Word document.

Long-Copy E-mail

Description: A long direct-mail sales letter.
Word Count: As many as needed to be to get your point(s) across.

Audiovisual (AV) Script
Description: A dual column screenplay with video description on the left and audio and dialogue on the right, used in advertising, corporate videos, documentaries and training films. A multimedia script uses a combination of text, audio, still images, animation, interactivity and/or motion video. They have a common format, which includes an introduction, features, benefits, testimonials, offers, a call-to-action, close or conclusion.
Word Count: About 100 per minute. 

Description: Given to a group or audience orally. It’s presented in a structured, deliberate manner and is intended to inform, influence or entertain the listener.
Word Count: 120 per minute

E-Mail Capture Pop-Under Page
Description: An ad in a new browser window when visitors attempt to exit your Web page without ordering. The page offers free content in exchange for the visitor’s e-mail address.
Word Count: 150 – 300

All revisions must be assigned within 30 days of receipt of copy.